Shaina Mabalo

• ● Contributed to 74% total revenue growth over three years through data-driven decision-making, UX enhancements, CRO improvements and customer lifecycle improvements.

• ● Own end-to-end web feature lifecycle from ideation to deployment, including scoping requirements, collaborating with development agencies, QA, and post-launch analysis.

• ● Drive conversion rate optimization (CRO) initiatives through A/B testing, heatmaps, and analytics (GA4, VWO, Triple Whale), increasing add-to-cart and checkout conversion rates.

• ● Lead user research and usability testing to identify friction points, improving product detail page navigation, loyalty integration, and checkout flow.

• ● Partner cross-functionally with marketing, lifecycle, development, creative and leadership teams to deliver aligned product roadmaps, retention strategies, and revenue-driving site updates.

Directed digital customer experience and marketing strategy, integrating design, development, and brand messaging to create cohesive web and mobile interactions. Leveraged competitive research, user testing, and analytics to inform redesigns that boosted engagement and optimized conversion paths.

Achieved a 30% increase in program sign-ups within the first year by implementing website optimizations and marketing strategy. Conducted user interviews and usability testing to refine navigation and experience, while delivering design updates aligned with stakeholder goals.